Digital Narrative Platforms for Enhancing Archaeological Site Tourism Engagement

Thesis Abstract

The increasing prevalence of digital technology in tourism contexts presents a compelling opportunity to enhance visitor engagement at archaeological sites, which often face challenges of visitor disinterest, information asymmetry, and superficial exploration. This study investigates the development and implementation of digital narrative platforms (DNPs) as innovative tools to improve tourists’ experiential engagement, knowledge acquisition, and overall satisfaction at archaeological sites. The primary aim is to evaluate how DNPs influence tourist engagement and to identify the key design features that maximize their effectiveness within the cultural heritage tourism sector. To accomplish this, the research specifies three objectives (1) to analyze visitors' current engagement levels at selected archaeological sites; (2) to design and deploy a context-specific digital narrative platform incorporating multimedia storytelling, augmented reality (AR), and interactive features; and (3) to assess the impact of the DNP on tourists’ engagement, learning outcomes, and satisfaction through empirical testing. The research employs a convergent mixed-methods design, integrating quantitative surveys and experimental design with qualitative interviews to obtain comprehensive insights into user experiences and perceptions. The study's population comprises 1,200 visitors across four prominent archaeological sites with historically significant features, selected through stratified random sampling. A sample of 300 visitors (75 per site) will participate in pre- and post-interaction surveys utilizing a Likert-scale questionnaire measuring engagement, understanding, satisfaction, and perceived learning. The DNP will be personalized for each site, integrating multimedia narratives, AR overlays, and interactive quizzes, developed based on the Co-Creative Storytelling Theory and Multi-Sensory Engagement Model as foundational frameworks. Data collection instruments include structured questionnaires, semi-structured interview guides, and user interaction logs from the digital platform. Quantitative data will be analyzed using descriptive statistics, paired sample t-tests, and multiple regression analyses to determine the relationship between DNP usage and engagement metrics. Qualitative data will undergo thematic analysis to identify recurrent patterns of user experience, perceived benefits, and barriers to engagement. The interaction logs will provide behavioral data on usage patterns, time spent, and feature engagement levels, supporting quantitative findings. Expected findings are that visitors who engage with tailored digital narrative platforms will demonstrate significantly higher levels of engagement, retention of historical knowledge, and overall satisfaction compared to control groups experiencing traditional interpretative methods. It is anticipated that features such as AR overlays and interactive quizzes will be positively correlated with increased visitor focus and perceived educational value. The research aims to establish that well-designed DNPs can serve as effective digital tools to transform archaeological site visits into immersive, educational experiences, thereby fostering deeper cultural appreciation and sustainable tourism practices. This study contributes to the existing body of knowledge by integrating digital narrative design principles with heritage tourism strategies and empirically validating their impact on visitor engagement. It offers a theoretical and practical model for heritage managers, digital developers, and policymakers seeking to leverage ICT solutions in archaeological interpretation. The findings will inform best practices for designing user-centered digital narratives that enhance experiential learning, cultural dissemination, and visitor retention. In conclusion, the research underscores the potential of digital narrative platforms to redefine archaeological site tourism by delivering immersive, interactive, and educational experiences. Recommendations include adopting user-centered design approaches, integrating emerging technologies like AR, and developing scalable frameworks adaptable to diverse archaeological contexts. Future research should explore longitudinal impacts of DNPs on visitor behavior, digital inclusivity, and digital literacy levels among diverse tourist demographics, thereby broadening the understanding of digital innovation in heritage tourism.